During times of crisis, internal communications act as an organisation’s lifeline, especially in determining the ability to manage emergency situations effectively. The right message, delivered at the right time, acts as a compass, enabling management to steer the organisation through turbulent waters. Public relations teams play a pivotal role, offering guidance and support to internal communications and management. This ensures continuity across all departments while maintaining agility.
Public relations can transform a crisis into a powerful opportunity by integrating strategically planned internal communication practices.
The Role of Internal Communications in Crisis Management
Crises often cloud the flow of information, leading to the rapid spread of rumours and miscommunication. When internal communication is poorly managed, confusion ensues, potentially disrupting critical operations and technical processes. The task is not merely to inform employees about the unfolding situation but to build trust and offer the transparency necessary to rally everyone around solving the problem.
Effective internal communication is an organisation’s strongest defence against confusion. It ensures the seamless flow of information, enabling teams to navigate the crisis with clarity and purpose, while carefully managing both internal and external narratives.
Public Relations: Guiding Internal Communications Through Crisis
In the chaos of a crisis, the success of communication hinges on three core principles:
1. Transparency:
Transparency is the bedrock of effective internal communication in times of crisis. It’s about sharing the truth, honestly and clearly, without distortion or concealment. This approach not only builds trust but also diminishes confusion among employees. When they feel that management is providing them with accurate and timely information, they’re more likely to trust leadership’s decisions and act collaboratively. The absence of official communication, on the other hand, fuels rumours and misinformation, escalating the crisis.
Case Study: Google’s Crisis Transparency
In 2020, Google faced a wave of employee resignations driven by objections to company policies and decisions surrounding worker rights. In response, senior management took swift action by releasing public statements and addressing the issues directly. They acknowledged the concerns, expressed their commitment to policy reviews, and opened new channels for dialogue. Public relations played an instrumental role in managing this transparent flow of information, ensuring that employees received updates quickly and accurately. Through clear, strategic communication, Google turned a potential crisis into an opportunity for organisational improvement and strengthened employee relations.
2. Consistency:
In times of crisis, the consistency of the messages conveyed from management to employees is vital. These messages should be unified in both form and content, avoiding contradictions that could create confusion or difficulty in understanding. Inconsistent messages can lead to an environment of uncertainty, which heightens tension and negatively impacts employee morale. Consistency reflects management’s stability and its ability to guide the team through turbulent times. By providing regular updates, management helps ease concerns and fosters a sense of security among employees.
Consistency also conveys the impression that the situation is under control, encouraging employees to maintain continuous communication with one another and with management. Furthermore, coordination across all department sand the use of defined communication channels and content help achieve the highest levels of message consistency, ensuring that all employees are aligned and informed throughout the crisis.
Case Study: Chevron’s Crisis Consistency
During the 2010 oil spill crisis off the coast of Brazil, maintaining consistency in messaging was critical to Chevron’s ability to manage the situation. The company appointed an official spokesperson to deliver accurate and timely information to both employees and the public. Regular updates were provided via emails and internal meetings, ensuring that all staff were informed and aligned with the company’s actions and decisions. Public relations played a vital role in this process, ensuring that messages were unified across departments. By providing clear communication channels and gathering feedback, public relations helped Chevron navigate the crisis with clarity and effectiveness.
3. Trust:
Trust, in this context, can be defined as employees’ belief in management’s ability to make sound decisions and communicate transparently and consistently during a crisis. It also encompasses employees’ perception that leadership cares about their well-being and is capable of leading them through the crisis. When employees trust leadership, they become more committed to common goals and actively contribute to resolving the crisis.
Trust reduces doubts, which, in its absence, can increase and lead to slower decision-making, internal conflicts, and a weakened ability to execute strategies. Building trust requires fulfilling promises and sticking to commitments made during the crisis. If leadership makes promises to employees -whether related to job security or future plans - it's crucial to follow through to reinforce credibility and demonstrate serious intent. This strengthens trust and enhances cooperation.
Case Study: Nissan’s Trust During Crisis
A notable example of trust during a crisis occurred in 2018, when Nissan’s CEO Carlos Ghosn was arrested in Japan on charges of corruption. The company was initially uncertain about how to handle the situation, but the newly appointed Chairman adopted a policy of transparency and trust with employees. Everyone was informed about the circumstances of Ghosn’s arrest and the ongoing internal investigations. Employees were kept up to date on the company’s actions to rebuild public trust. Public relations played an essential role, crafting messages and offering guidance to management, helping them navigate the crisis and keep the organisation on course.
In conclusion, when executed effectively, internal communications during crises can significantly impact an organisation’s ability to overcome challenges with minimal disruption. PR is vital to not only maintaining morale and building trust within the organisation but also in developing communication strategies that help navigate crises. Through transparency, consistency, and trust, public relations can turn crises into opportunities for organisational growth, enhancing reputation and strengthening relationships between leadership and employees.